SEO Basics: How SEO (and GEO) Can Still Help Your Business Grow

You’re always looking for ways to grow your business, attract new customers, and stand out from the competition. Whether you provide professional services, run a local shop, or remodel homes, Search Engine Optimization (SEO) can play a pivotal role in helping your business thrive. But what exactly is SEO, and why does it still matter in today’s world of AI-driven search and advanced digital marketing?

This article breaks down SEO and Generative Engine Optimization (GEO) basics, why it’s still relevant, and how businesses can adapt their strategies for today’s evolving search landscape.

What is SEO?

SEO, or Search Engine Optimization, is the process of making your website more visible to search engines like Google, Bing, Yahoo, and even AI-powered tools. When someone searches for a product or service you offer, you want your business to appear at the top of the results. With effective SEO, you can attract a steady stream of organic (free) traffic to your website, and help your business show up in AI overviews. Think of it as putting a bright, flashing sign on the internet highway pointing directly to your business.

How Do Search Engines Work?

When someone types (or speaks) a query into a search engine, advanced algorithms instantly sift through billions of pages. They evaluate factors like:

• Relevance of Content – Does your content directly match what the user is looking for?
• Quality of Content – Is your information trustworthy, valuable, and well-written?
• Backlinks – Do other reputable websites link to your content?
• User Experience – Is your website fast, mobile-friendly, and easy to navigate?
• Context – Does your content match or support the intent of the user (or searcher)?
• History - A site or brand that has been around for many years is more credible than a brand new site (or business), and will likely show up ahead of the new site, all other things equal.
• Usage Volume - A site that gets more visitors is typically more credible than one with small amounts of traffic, and will likely show up first.

Today, search engines are getting smarter. They don’t just match keywords—they use AI Overviews (AIO), Geographic Optimization (GEO), and Answer Engine Optimization (AEO) to provide better, faster, and more tailored results.

The Building Blocks of SEO

1. On-Page SEO

This includes optimizing your site’s content and structure. Think keywords, headings, meta descriptions, images, and a clear sitemap. For example, if you’re a bakery, use terms like “fresh bread,” “custom cakes,” and “wedding desserts” naturally throughout your pages. If done correctly, strong on-site SEO should enhance both your credibility and SEO.

2. Off-Page SEO

This is all about authority and trust. Backlinks from other high-quality sites, social shares, and mentions help signal to search engines that your business is reputable.

3. Technical SEO

The behind-the-scenes work: fast site speed, secure HTTPS, mobile-friendliness, having structured data, and error-free code. Having an XML sitemap, a blueprint for search engines to crawl, also helps to get your content indexed. Search engines reward websites that are technically sound.

4. Local SEO (or Geographic Search Optimization)

For brick-and-mortar businesses, local SEO is essential. Claim your Google Business Profile, ensure your name, address, and phone number are consistent across the web, and encourage reviews. This helps you show up in “near me” searches. Location-specific keywords and content can also help you reach customers in your exact area. Even online businesses can benefit by targeting regions where demand is high.

5. Modern SEO Strategies: AI, GEO & AEO

SEO has evolved beyond keywords. To stay ahead, businesses should embrace:

• AI Overviews (AIO): Google’s AI-generated summaries often pull content directly from websites. To earn a spot here, provide clear, well-structured, authoritative answers to common customer questions.
• Generative Engine Optimization (GEO): New strategy aimed at optimizing content for inclusion in AI-generated responses from tools like Google's AI Overviews or ChatGPT, as opposed to traditional link-based search results
• Answer Engine Optimization (AEO): With voice search and AI assistants, users now expect direct answers. Structuring your content in Q&A format, FAQs, and concise explanations can help you rank in these “answer boxes.”

Why SEO Still Matters for Businesses

SEO isn’t dead—it simply has evolved. And it’s more important than ever. Here’s why:

• Increased Visibility: Higher rankings and AI Overview features mean more eyes on your business.
• Credibility & Trust: Showing up in the top results or being featured in an AI summary signals authority. Be the website and brand that everyone trusts.
• Better User Experience: SEO improvements make your site easier and more enjoyable to use.
• Cost-Effective Growth: Unlike ads, organic SEO doesn’t stop working when your budget does.
• High-Quality Leads: SEO attracts people actively looking for what you offer.

Quick Wins for Your Online Presence

• Claim & Optimize Your Google Business Profile – It's free and boosts your local SEO. Keep your hours, services, and contact info accurate.
• Make Your Site Mobile-Friendly – More than half of web traffic comes from mobile devices
• Add Visuals – High-quality photos and videos showcase your work, products, or services
• Showcase Your Work and Results - Show off your projects, or highlight results in case studies. Visuals are great, but also provide details (type of project, location, scope, unique features, business results, etc.). Featuring your work adds credibility and promotes your qualifications, but it also helps SEO
• Answer Questions (FAQs) - Want to show up in SERP results or AI overviews? Answer questions in about your business, but also about industry issues, products, and services. Show your the expert in what you do, and the search engines and AI models will listen
• Publish Helpful Content – Blog posts, white papers, and guides answer your customers’ real questions
• Encourage Reviews – They boost credibility and improve local SEO with reviews on Google, Facebook, Yelp, and NextDoor with positive reviews
• Optimize for Voice Search & AI Answers – Write in natural, conversational language to capture spoken queries.

Unlock Growth with SEO

SEO may look different today than it did a few years ago, but the fundamentals remain the same: create valuable content, provide an excellent user experience, and make it easy for search engines (and now AI) to find and understand your business.

By combining traditional SEO practices with modern strategies like AIO, GEO, and AEO, you can stay competitive, attract more customers, and set your business up for long-term growth.